ALZHEIMER

Confusion. It’s an integral part of the daily life of an Alzheimer’s patient. Our campaign for Alzheimer Nederland lets people briefly experience this confusion. This way we gain attention on the issue, stimulate discussion about it and create more general awareness. In order to symbolize this confusion, we asked two top Dutch designers, Mart Visser and the late Frans Molenaar, who also suffered from Alzheimer’s, to each design a sock to be worn with the other as a pair. When people see others wearing such a mismatched pair of socks, they briefly feel confused. Wearers of the socks make Alzheimer’s ‘visible’ and a possible topic of conversation. And with their purchase, they also contribute to research on this devastating disease. By wearing these socks you make a statement and act as an ambassador for research. The socks are a playful conversation starter; you’re almost sure to be asked why you are wearing a differing pair of socks. You’re personally contributing to solve Alzheimer’s disease makes an extra strong and convincing story.

BRIEFING

INSIGHT: One in five Dutch people will be affected by Alzheimer’s. To this day, there is still no medication that can cure this debilitating disease. Many people associate Alzheimer’s with absentmindedness or extreme old age, and don’t see it as something that affect them in the near future. In order to ultimately win the battle against Alzheimer’s, it’s crucial to generate more awareness and more funds for research. Since Alzheimer’s is not a day-to-day topic of conversation, we had to look for ways to get people talking about it.

IDEA/CONCEPT: It’s an integral part of the daily life of an Alzheimer’s patient. Our campaign for Alzheimer Nederland lets people briefly experience this confusion themselves. This way, we gain attention on the issue, stimulate discussion about it, and create more general awareness. 

The socks were launched on World Alzheimer’s Day, and were widely available in shops such as Bijenkorf, Albert Heijn, V&D and C&A department stores, as well as online.

2015 | As an intern by N=5 I was responsible for the packaging design for online and outdoor. 

A collaboration between Alzheimer Nederland, VU mc Alzheimercentrum, N=5

BRONZE ADCN - DESIGN PACKAGING & PRODUCT